We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 8 Mar 2012

Packaging Celebrates Traditional Storytelling


Celebrating the magic of traditional storytelling, US branding agency Ultra Creative has designed its own line of chocolate bars and an accompanying fairytale, The Fox With the Golden Fur, as a self-promotional showcase.

The whimsical packaging, inspired by the current consumer desire for a sense of wonderment (see Fashion & Beauty Concept Fairytale and Stylus’ report Make it Magic), includes a storybook and paper-cut shadow box containing four chocolate bars. Each one comes with its own beautiful artwork illustrating each section of the tale. The scenery of the shadow box alters alongside the story, with the removal of each bar revealing another layer of landscape.

Ultra Creative